SKEMA Digital Marketing in Tourism and Events: February 2016

Monday 29 February 2016

SummitSync : The Mobile Networking App for Events

There have been many advancements in technologies and applications in the event industry. The newest kid on the block is the app called SummitSync. SummitSync calls itself “an universal app that supports all conferences and events” (Marketwire.com February 9th, 2016). The app’s mission is to improve networking at major events and conferences. SummitSync aims to make it easier for professionals “to filter through conference clutter” in order to make important relations that will aide in improving future business opportunities (Marketwire.com February 9th, 2016). By connecting users on an easy to use interface business professionals can quickly interact and network with other professionals and client.

SummitSync is based in the US and it enables 90 million professionals to be more productive during events; as conference professionals usually do not have much free time. The users can access this application by registering with their LinkedIn credentials and selecting the conference/event(s) they are attending. This app has a similar approach like Tinder; after reading an attendees’ credentials, the users can swipe right if interested and left if not. If both parties admire each others credentials then a ‘match’ is made, their personal contacts are revealed and they can start networking/messaging with each other via the app. Business professionals can also filter their choices and approach the other professionals of their choice. According to John Corrigan the CEO of SummitSync “the app lets you extract more value from your events by streamlining the meeting process”. (Marketwire.com, February 9th,2014)

One of the main factors that makes SummitSync unique is that it is the only app which can be used for all events. This app facilitates in estimating the event’s ROI; as well this app offers post-event reporting, relationship management and also updates databases. According to Kayne Grau, CEO of DRIVIN, “SummitSync is key to improving the value of industry events for our organization" (Marketwire, February 9^th 2016)

One of the strongest points for us is the usefulness of this app in helping professionals to quickly navigate and network in large events and conferences with thousands of participants. We downloaded SummitSync to discover the app for ourselves. We found that the user interface (tinder like style) is simple to use and visually appealing which aids in making the app user-friendly. Continuing with the ease of use, when you register with the app you register with your LinkedIn, account which will automatically transfer to your bio on the app. We believe that convenient apps that target the MICE industry, like SummitSync, will be an advantage and trend in boosting future events.

One of the disadvantages that we see with the app is that you must register with your LinkedIn account. Though it is rare, some professionals do not use LinkedIn which renders the app useless to them. The app’s biggest disadvantage is that it is currently only available for events that are held in the U.S. This which means that it is missing out on event opportunities in other large MICE destinations around the world.

Thus we suggest that when SummitSync progresses, it looks to expands internationally. Currently, Europe is a well-established MICE destination and Asia (e.g. Singapore and Malaysia) is an evolving and popular MICE destination. We also suggest that when SummitSync does expand to other countries that it looks to partner with major events and conferences; like the 15 major events that it has already partnered with in the U.S.

Contributed by Alexa Bailey and Sakshi Bheda

Source: MarketWire. February 9th, 2016. Retrieved from http://www.marketwired.com/press-release/summitsync-introduces-first-mobile-app-that-disrupts-event-networking-boondoggle-makes-2095050.htm,

Still using paper tickets? The age of RFID has come!

With the development of wireless communication technology, the Radio-frequency identification(RFID) is used in more and more industries, such as products tracking in the warehouses, animal identification, etc. And in the recent years, more and more events like Tomorrowland music festival, Taste of Toronro festival, Ryder Cup, etc. began to use this technology in order to bring more convenience to their customers and data collection to themselves.

However, many a people may confuse that what RFID is, here is the answer: it is a technology that relate to a tiny electronic device with a small chip and an antenna. Its application is similar to the bar code and magnetic strip of credit card, which is for the purpose of identifying for items or people. But compare to the barcode, it can avoid the label is ripped or soiled, and it can scan the unique items instead of the standard manufacturers and products.

Being one of the most popular trend of events, RFID was implemented by an increasing number of event holders, the Tomorrowland music festival, one of the biggest electronic music festival in the world, is a typical one. This event replaces the tickets with RFID wristbands, which not only reduce attendees’ entrance time (10 times faster than barcode scanner) but also could linked to their Facebook accounts. When the festivalgoers press the buttons on the wristbands at the same time within a certain distance, their wristbands will save their Facebook name and send an email to each other, which could provide more interaction among the attendees.

Source: http://www.bizbash.com/tomorrowland-tomorrowland-music-festival-took-place-belgium-weekends-july-r/gallery/149107

Besides the interactive value to the attendees, this wristband also brings more accessibility of data collection to the event holders. In general, people always are not willing to type their information manually, however, as the wristband are associated to participants’ Facebook accounts, event holders can engage to their personal information without intrusion. In addition, this wristband also could track the foot traffic flow during the festival, which could help the organizers to improve the on-site layouts like toilets, concession stands, and any other facilities. Organizers also could use this information to gain the insight of popularity of bands or show sessions.

While RFID has amazing benefit to improve the event, it also brings certain risks. Firstly, RFID system is expensive, although it will save money on staff. During the Tomorrowland music festival, delegates will using RFID wristbands, cards or devices to entrance via handheld readers, all of the equipment can be costly. When pricing an RFID system, they not only need to consider costs over the system, but also maintenance cost. Moreover, Tomorrowland need to care about the information security problems. Because of the RFID tag is related to people’s privacy. Identity thieves may use the information they find to drain your bank account or ruin delegates credit rating. How to ensure the information security of clients will be an importance issue for Tomorrowland. In addition, one of the biggest risks of implementing RFID for Tomorrowland music festival is that the technology could fail. Internet problems or power goes down for instance. It will bring huge crises for the event.

To conclude, with the development of event technology, more and more events are trying to use RFID system to improve the visit experience for their delegates. From this article, it is mainly concerned about the Tomorrowland music festival. Although RFID may costly, information security threat and technology risk, it may benefit for people to reduce attendees’ entrance time, provide more interaction among the attendees and more convenient for event holders to collect the information.

Written by Pulin CHEN and Huishan LI

References: